Karla Gallardo and Shilpa Shah, Co-founders of Cuyana.com

Karla Gallardo, 30, grew up in a family who believed in buying fewer, better things. But it wasn’t until she met Shilpa Shah, 35, at Stanford’s Graduate School of Business, that she realized she could parlay her parents’ philosophy into an online shopping experience. In June 2013, Cuyana.com launched, urging customers “to love every item in their closets.” With alpaca scarves from Peru and supple canvas and leather totes handmade in Turkey, they certainly make it easy.

It’s a unique concept to want consumers to buy less. Is that how you live your own lives?Shilpa: I started the process a few years ago. I’d spent all this money and I still felt like I didn’t have the right thing to wear. But as I’ve started investing in fewer pieces, I’ve seen how good it feels. People really love our stuff because of the meaning behind it. And we know that that’s a critical part of having fewer things. You have to love what you buy.

Who is your style muse?Karla: Olivia Palermo. She’s classic and she always looks sophisticated and unique. I also love Kate Middleton. She has my dream closet.Shilpa: Jessica Alba. I’m a mom to two boys and I love how she effortlessly transitioned into motherhood. Her closet is super-functional but she’ll also wear a pair of amazing leather pants and a blazer.

You feel most creative when you’re wearing…Karla: Heels. I grew up in Ecuador, and in Latin America us girls wear heels every day no matter what.Shilpa: Red lipstick. My mother has been telling me to wear red lipstick my entire life.